Does having a specific ask help increase donor conversion on a dear reader?
Experiment ID: #191595
Moody Radio
Experiment Summary
Ended On: 10/07/2024
In previous testing for Today in the Word, we have found that having a dear reader present on the content pages during a high urgency campaign significantly increases donor conversion.
For this test we wanted to see if adding a specific ask amount would increase donor conversion.
Research Question
We believe that having a specific ask for the dear reader will achieve a higher donor conversion rate because there is less decision friction of having to think of a gift amount for the donor.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.15% | ||
| T1: | Treatment #1 | 0.13% | -11.2% | 20.3% |
This experiment has a required sample size of 394,630 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a specific ask amount for the dear reader did not lead to an increase in donor conversion rate. In fact, there was a 11.2% decrease in donations for all traffic in the treatment group compared to the control group. However, the statistical level of confidence was only 20.3%, which is below the generally accepted threshold of 95%. This means that the results are not considered valid and should not be used for future decision making.
In future experimentation, it will be important to ensure that the sample size is sufficient to provide reliable results with a higher level of statistical confidence. It may also be beneficial to test different specific ask amounts or other variables to see if there are any changes in donor conversion rates. Additionally, considering other factors such as timing, messaging, and audience segmentation could provide valuable insights for optimizing donation campaigns in the future.